Ogilvy & Mather launches LGBT specialism

According to the group’s announcement, Ogilvy Pride is intended to deliver “deep market insight” into the LGBT (lesbian, gay, bisexual and transgender) community.

Ogilvy Pride is the first global agency partner of Stonewall, the UK LGBT rights charity.

“Ogilvy Pride began as a grass roots community to champion diversity in the workplace and has quickly grown into a key specialism for the business,” said Michael Frohlich, UK CEO, EAME COO, Ogilvy Public Relations.

“Ogilvy Pride both responds to, and capitalises on, the huge appetite from brands to understand and tap into LGBT audiences in order to further diversify and grow their consumer audiences.”

Ogilvy Pride will be led by Andrew Barratt (pictured).